---
title: "GfK vs Kantar: Which is searched more?"
description: "Which is more popular in search, GfK or Kantar? Compare estimated monthly branded-search demand and Share of Search inside the Media measurement platforms set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/categories/media-measurement-platforms/compare/gfk-vs-kantar"
publisher: "Brandwave"
---

# GfK vs Kantar: Which is searched more?

Which is more popular in search, GfK or Kantar? Compare estimated monthly branded-search demand and Share of Search inside the Media measurement platforms set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Compared**: GfK and Kantar
- **Competitive set**: Media measurement platforms
- **Market**: Global
- **Month measured**: Aug 2026
- **GfK Share of Search**: 16.7%
- **Kantar Share of Search**: 20.4%

## Which is more popular in search, GfK or Kantar?

- In August 2026, Kantar had more branded searches than GfK among media measurement platforms worldwide. Kantar was estimated to have 90.5K branded searches compared to GfK’s 74K, and held a 20.4% Share of Search versus GfK’s 16.7%.
- Kantar was ahead of GfK in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, GfK’s estimated Share of Search among media measurement platforms worldwide moved from 21.1% to 16.7%, and its estimated monthly branded searches moved from 110K to 74K.
- Across the 11 months ending August 2026, Kantar’s estimated Share of Search among media measurement platforms worldwide moved from 25.9% to 20.4%, and its estimated monthly branded searches moved from 135K to 90.5K.

## How did search popularity change for media measurement platforms worldwide in August 2026?

- In August 2026, GfK gained estimated Share of Search among media measurement platforms worldwide, from 16% to 16.7%.
- In August 2026, Kantar lost estimated Share of Search among media measurement platforms worldwide, from 23.9% to 20.4%.

## Month by month

| Month | GfK estimated searches | GfK Share of Search | GfK rank | Kantar estimated searches | Kantar Share of Search | Kantar rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 110K | 21.1% | 3 | 135K | 25.9% | 2 |
| Nov 2025 | 110K | 24.4% | 2 | 110K | 24.4% | 3 |
| Dec 2025 | 90.5K | 22.4% | 2 | 90.5K | 22.4% | 3 |
| Jan 2026 | 90.5K | 21.8% | 2 | 90.5K | 21.8% | 3 |
| Feb 2026 | 90.5K | 22.1% | 2 | 90.5K | 22.1% | 3 |
| Mar 2026 | 110K | 22.3% | 2 | 110K | 22.3% | 3 |
| Apr 2026 | 90.5K | 17.2% | 3 | 110K | 20.9% | 2 |
| May 2026 | 74K | 16.2% | 3 | 110K | 24.1% | 2 |
| Jun 2026 | 60.5K | 12.6% | 3 | 90.5K | 18.8% | 2 |
| Jul 2026 | 60.5K | 16% | 3 | 90.5K | 23.9% | 2 |
| Aug 2026 | 74K | 16.7% | 3 | 90.5K | 20.4% | 2 |
| Sep 2026 | — | — | — | — | — | — |

## How each brand is measured

Brandwave collects information about searches that people make online using GfK’s and Kantar’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

- **GfK**: Measured on the search term “gfk”.
- **Kantar**: Measured on the search term “kantar”.

- [GfK profile](/demand/global-en/brands/gfk)
- [Kantar profile](/demand/global-en/brands/kantar)
- [All media measurement platforms worldwide](/demand/global-en/categories/media-measurement-platforms): The set both shares are measured inside, 5 brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which is more popular in search, GfK or Kantar?

In August 2026, Kantar had more branded searches than GfK among media measurement platforms worldwide. Kantar was estimated to have 90.5K branded searches compared to GfK’s 74K, and held a 20.4% Share of Search versus GfK’s 16.7%.

## Cite this page

Brandwave. "GfK vs Kantar: Which is searched more?". https://gobrandwave.com/demand/global-en/categories/media-measurement-platforms/compare/gfk-vs-kantar

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/media-measurement-platforms/compare/gfk-vs-kantar. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.